Mkt501 VU Current GDB No. 1 Solution Spring 2012
Saturday, April 28, 2012 Edit ThisNote: ITs just an idea .Donot copy
Celebrity endorsements are double-edged swords. If Kyrie will stay "clean" -- on the up-and-up, connecting a celebrity with a brand could provide a great notoriety boost. If he will get in legal trouble or is caught in an embarrassing situation, however, crisis communication becomes Priority 1 for the brand.
If you engage a celebrity in branding:
1) research that person's fit or relationship with your product/service;
2) investigate his/her public image and reputation;
3) always have a crisis plan in place.
Be prepared for every situation and you could well benefit from celebrity endorsement.
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The role of the brand ambassador is to transcend all aspects of the brand. One of the most important factor that attracts consumer’s mind is psychological factors such as motivation, perception, learning, believes and attitude. And these are the factors that a brand ambassador influences. Brand having successful association with its Ambassador sometime translates into stronger brand awareness campaign than millions of rupees spent on other marketing efforts such as advertising and promotion.
Celebrity endorsements are double-edged swords. If Kyrie will stay "clean" -- on the up-and-up, connecting a celebrity with a brand could provide a great notoriety boost. If he will get in legal trouble or is caught in an embarrassing situation, however, crisis communication becomes Priority 1 for the brand.
If you engage a celebrity in branding:
1) research that person's fit or relationship with your product/service;
2) investigate his/her public image and reputation;
3) always have a crisis plan in place.
Be prepared for every situation and you could well benefit from celebrity endorsement.
..................................
The role of the brand ambassador is to transcend all aspects of the brand. One of the most important factor that attracts consumer’s mind is psychological factors such as motivation, perception, learning, believes and attitude. And these are the factors that a brand ambassador influences. Brand having successful association with its Ambassador sometime translates into stronger brand awareness campaign than millions of rupees spent on other marketing efforts such as advertising and promotion.
These people have such a strong impact of personalities that people sometime use brand ambassadors as a “tool” for their product, like we seen the case of Junaid Jamshed clarifying Lays issue when it was hit by the accusation of using haram contents in its manufacturing.
If the consumer feels that the brand ambassador is the brand itself then there is nothing better than that and that will not be possible until and unless there is exclusivity in your selection. Consumers are willing to pay extra for a good service where the employees represent the brand wholeheartedly and hence enhance the brand equity and create a win-win relation. Many product brands are now shrugging of the albatross around their necks of the brand ambassadors and using its consumers or a seemingly normal person as its brand ambassadors. We have seen Dove doing it and Maggi and KurKure do the same with the faces of consumers on its packages.
It is advisable to opt for better ideas more than secondary associations. Incase, companies feel that they need a brand ambassador they should adopt a brand character. If they are still dissatisfied then they should opt for credible, exclusive as well as zero cost marketing assets like consumers and employees to be their brand ambassadors. It will create long term brand equity and better “hard-to-attack” points of differences.
